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Ashish Kumar

Assistant Professor

Department of Marketing (www)
ProfileContactCVPublications

Person profile

EDUCATION

  • Ph.D. in Marketing (2012)

             The State University of New York at Buffalo, Buffalo, NY

 

  • M.A. in Economics (2010)

             The State University of New York at Buffalo, Buffalo, NY       

 

  • B.Tech. in Information and Communication Technology (2005)

             DA-IICT, Gandhinagar, India

Person profile

EDUCATION

  • Ph.D. in Marketing (2012)

             The State University of New York at Buffalo, Buffalo, NY

 

  • M.A. in Economics (2010)

             The State University of New York at Buffalo, Buffalo, NY       

 

  • B.Tech. in Information and Communication Technology (2005)

             DA-IICT, Gandhinagar, India

Background

RESEARCH INTERESTS

  • Substantive: Digital Marketing, Social Media Marketing, Email Marketing, Multichannel Marketing, Topics in Retailing, Health Marketing, Big Data and Marketing Analytics
  • Methodological: Consumer Choice Models, Hierarchical Bayesian Econometrics, Applied Econometrics

TEACHING EXPERIENCE

  • Digital Marketing, M.Sc., 2013-2018.
  • Online Marketing Engineering, M.Sc., 2019.
  • Conceptual Foundation and Emerging Trends in Digital Marketing, Ph.D. Seminar, Kataja Course. 2018.
  • Social Media Marketing, Executive Education by EIT Digital, 2017.
  • Framework and Background to Digital Marketing & Understanding Customer Behavior in Digital Environment, F.E.C. (Further Educated with Companies) Training Program for Aalto Executive Education, 2016.
  • Supervision of Bachelor’s Thesis, B.Sc., 2015.
  • Customer Relationship Management, B.Sc., 2013-2015.
  • Principles of Marketing, Undergraduate, 2010-2011.

Background

RESEARCH INTERESTS

  • Digital Marketing (e.g., Socila Media Marketing, Email Marketing, Mobile Marketing)
  • Consumer Shopping Behavior in a Multichannel Environment.
  • Topics in Retailing (e.g., Store Format Choice, Online/Offline Channel Choice).
  • Big Data Challenges in Marketing (e.g., platform economy)
  • Health Economics (e.g., Consumers’ Healthy Behaviors and Choice for Insurances)
  • Choice Models and Hierarchical Bayesian Econometrics

TEACHING EXPERIENCE

  • Instructor, “Digital Marketing”, M.Sc. Level, 2013-2017.
  • Social Media Marketing, Social Media Computing course organized by EIT Digital, Aalto University, 2017.
  • F.E.C. (Further Educated with Companies) Training Program for Aalto Executive Education on the topic, “Framework and Background to Digital Marketing & Understanding Customer Behavior in Digital Environment,” 2016.
  • Instructor, “Customer Relationship Marketing”, B.Sc. Level, 2013-2015.
  • Supervisor, “Bachelor’s Thesis”, B.Sc. Level, 2015
  • Instructor, “Principles of Marketing”, Undergraduate Level, 2010-2011.
  • Teaching Assistant, “Principles of Marketing”, Undergraduate Level, 2010-2011.

Keywords

Digital marketing
Social Media Marketing
Email Marketing
Multichannel Marketing
Topics in Retailing
Health Marketing
Big Data and Marketing Analytics
Consumer Choice Models

Contact information

Email

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Work phone

+358504311813

Custom contact

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Custom contact

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Visiting address

E2.07 Arkadia, Lapuankatu 2
00100
Helsinki
Finland

CV

PUBLICATION: JOURNAL ARTICLES

  • Kumar, Ashish, Ram Bezawada, Minakshi Trivedi, (2018), "The Effects of Multichannel Shopping on Customer Spending, Customer Loyalty, and Customer Profitability," Journal of the Association for Consumer Research (JACR), 3 (3): 294-311.
  • Colicev, Anatoli, Ashish Kumar, Peter O'Connor, (2018), "Modeling the Relationship between Firm and User Generated Content and the Stages of the Marketing Funnel," International Journal of Research in Marketing, forthcoming.
  • Kumar, Ashish, Jari Salo, Jari, and Hongxiu Li. (2018). Stages of User Engagement on Social Commerce Platforms: Analysis with the Navigational Clickstream Data. International Journal of Electronic Commerce, forthcoming.
  • Asatiani, Aleksandre, Esko Penttinen, Ashish Kumar. (2018). Uncovering the Nature of the Relationship between Outsourcing Motivations and the Degree of Outsourcing - An Empirical Study on Finnish SMEs. Journal of Information Technology, forthcoming.
  • Tan, Teck Ming, Jari Salo, Jouni Juntunen, Ashish Kumar. (2018). A Comparative Study of Creation of Self-Brand Connection amongst Well-liked, New, and Unfavorable Brands. Journal of Business Research, 92: 71-80
  • Kumar, Ashish, (2018), "Investigating Household Choice for Health and Life Insurance," Applied Economics Letters, forthcoming.
  • Tan, T. M., Jari Salo, Juoni Juntunen, Ashish Kumar. (2018). The Role of Temporal Focus and Self-Congruence on Consumer Preference and Willingness to Pay: A New Scrutiny in Branding Strategy. European Journal of Marketing, forthcoming.
  • Kumar, Ashish, Kristian Möller, (2018), "Extending the Boundaries of Corporate Branding: An Exploratory Study of the Influence of Brand Familiarity in Recruitment Practices through Social Media by B2B Firms," Corporate Reputation Review, 21 (3): 101-114.
  • Kumar, Ashish, Jari Salo, (2018), “Effects of Link Placements in Email Newsletters on their Click-through Rate,” Journal of Marketing Communication, 24 (5): 535–548.
  • Kumar, Ashish, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, P.K. Kannan, (2016), “From Social to Sale: The Effects of Firm Generated Content in Social Media on Customer Behavior,” Journal of Marketing 80(1): 7-25.
    • Lead Article
  • Trivedi, M., Karthik Sridhar, & Ashish Kumar, (2016), “Impact of Healthy Alternatives on Consumer Choice: A Balancing Act,” Journal of Retailing, 92(1): 1-18.
  • Rishika, Rishika, Ashish Kumar, Ramkumar Janakiraman, and Ram Bezawada, (2013), “The Effect of Customers’ Social Media Participation on Customer Visit Frequency: An Empirical Investigation”, Information Systems Research 24(1): 108-127.
    • Finalist for Best European Research Paper of the Year by CIONET (2014).
  • Kumar, Ashish, Minakshi Trivedi, Ram Bezawada, and Karthik Sridhar, (2012), “A comparative analysis of differential consumer response across supermarket and specialty store in the candy category”, Journal of Retailing and Consumer Services 19(6): 561-569


PUBLICATION: BOOK CHAPTER

  • Muinonen, Linda Lea Elisabet, and Ashish Kumar, (2016), “Building City Brand through Social Media: The Effect of Social Media Brand Community on Brand Image”, Strategic Place Branding Methodologies and Theory for Tourist Attraction, IGI Global, p. 181.
  • Kumar, Ashish, and Ram Bezawada, (2014), "Effects of Consumers’ Social Media Participation on Consumer Behaviors: A Marketing Perspective”, Harnessing the Power of Social Media and Web Analytics: Techniques, Tools, and Application, IGI Global.


PUBLICATION: SCIENTIFIC REPORT

  • Kumar, Ashish, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, P.K. Kannan, (2016), “The Effects of Firm Generated Content in Social Media on Customer Behavior: An Empirical Examination,” MSI Report, forthcoming. (http://www.msi.org/reports/the-effects-of-firm-generated-content-in-social-media-on-customer-behavior/)


PUBLICATION: CONFERENCE PROCEEDINGS

  • Tan, Teck Ming, Jari Salo, Jouni Juntunen,and Ashish Kumar, (2017), "The Effect of Temporal Distance on Self-Presentation by Brand," Advances in Consumer Research, 45.
  • Rishika, Rishika, Ashish Kumar, Ramkumar Janakiraman, and Ram Bezawada, (2013), "Customers’ Social Media Participation and Business Value for Firms: Evidence from a Field Study," AMA Winter Educators' Conference Proceedings, Vol. 24, 8-9.


PRESS RELEASE

  • Insights from MSI - 2016 Issue 2, “Why Firms Should Invest in Social Media”, 25-Aug-2016. (http://www.msi.org/articles/why-firms-should-invest-in-social-media/)

CV

PUBLICATION: JOURNAL ARTICLES

  • Kumar, Ashish, Jari Salo, (2016), “Effects of Link Placements in Email Newsletters on their Click-through Rate,” Journal of Marketing Communication, forthcoming
  • Kumar, Ashish, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, P.K. Kannan, (2016), “From Social to Sale: The Effects of Firm Generated Content in Social Media on Customer Behavior,” Journal of Marketing 80(1): 7-25.
  • Trivedi, M., Karthik Sridhar, & Ashish Kumar, (2016), “Impact of Healthy Alternatives on Consumer Choice: A Balancing Act,” Journal of Retailing 92(1): 1-18.
  • Rishika, Rishika, Ashish Kumar, Ramkumar Janakiraman, and Ram Bezawada, (2013), “The Effect of Customers’ Social Media Participation on Customer Visit Frequency: An Empirical Investigation”, Information Systems Research 24(1): 108-127.
    • Finalist for Best European Research Paper of the Year by CIONET (2014).
  • Kumar, Ashish, Minakshi Trivedi, Ram Bezawada, and Karthik Sridhar, (2012), “A comparative analysis of differential consumer response across supermarket and specialty store in the candy category”, Journal of Retailing and Consumer Services 19(6): 561-569

PUBLICATION: BOOK CHAPTER

  • Muinonen, Linda Lea Elisabet, and Ashish Kumar, (2016), “Building City Brand through Social Media: The Effect of Social Media Brand Community on Brand Image”, Strategic Place Branding Methodologies and Theory for Tourist Attraction, IGI Global, p. 181.
  • Kumar, Ashish, and Ram Bezawada, (2014), "Effects of Consumers’ Social Media Participation on Consumer Behaviors: A Marketing Perspective”, Harnessing the Power of Social Media and Web Analytics: Techniques, Tools, and Application, IGI Global.

PUBLICATION: SCIENTIFIC REPORT

  • Kumar, Ashish, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, P.K. Kannan (2016), “The Effects of Firm Generated Content in Social Media on Customer Behavior: An Empirical Examination,” MSI Report, forthcoming. (http://www.msi.org/reports/the-effects-of-firm-generated-content-in-social-media-on-customer-behavior/)

PRESS RELESASE

  • Socialmediatoday, “Social Media Pays Off for Businesses, Study Shows”, 17-Jan-2013. (http://socialmediatoday.com/kmanne/1166426/social-media-pays-businesses-study-shows).
  • BusinessNewsDaily, “Social Media Investments Pay Off for Small Businesses”, 25-Mar-2013. (http://www.businessnewsdaily.com/4214-social-media-investments-pay-off.html).
  • Insights from MSI - 2016 Issue 2, “Why Firms Should Invest in Social Media”, 25-Aug-2016. (http://www.msi.org/articles/why-firms-should-invest-in-social-media/)

Publications

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